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Power Pack | PR expert and author Catriona Pollard


Renowned PR maven Catriona Pollard shares some insights into her ‘Unknown to Expert 5 Star System, and some of her tips from 20 years of public relations expertise…


What is the Unknown To Expert 5 Star System?

In this vast and competitive media landscape, anyone who wants to be recognised in their field must take ownership of their expertise. The proven ‘Unknown To Expert 5 Star System’ is a pathway that moves you from darkness to a star that people see – and helps you continuously shine.

In my book, From Unknown To Expert I have captured over 20 years of PR and social media know-how into a practical guide with 32 action steps to help people gain more exposure, increase sales and enable new career opportunities.

I developed the ‘Unknown To Expert 5 Star System’ on my path from unknown to expert. It worked for me, it can work for you.


How does it work?

The ‘Unknown To Expert 5 Star System’ is a comprehensive, step-by-step framework designed to skyrocket almost anybody into the spotlight.

From working out why you want to becoming a recognised expert, helping to set the stage by developing a personal brand, through to creating the building block for raising your profile, using the media and owning the stage; the ‘Unknown To Expert 5 Star System’ provides you with a complete set of tools, strategies and tactics to create and maintain your profile as an expert and thought leader.


Why do women need to do this?

Many women – myself included – have the tendency to shy away from the spotlight. Rather than put themselves forward, they would prefer to quietly work in the background and let others be the ones to step forward.

Why? Because it can be scary, overwhelming and downright uncomfortable, to put yourself forward and tell the world, “I’m an expert.”

Being an expert isn’t about you though; being an expert means sharing your knowledge with others knowing that it could help them in some way. It is my sincerest belief that if more people shared their ideas, knowledge and opinions the world would be a better place.

It’s time for women to stand up and reclaim the word EXPERT. It’s not about power, it’s not about arrogance and it’s not about bragging. It’s having the courage to share your knowledge with others with the desire to help them. It’s beautiful!


What are the 3 most important things you would tell women in business or a career?

  1. Stand in your power – Don’t let those self-limiting beliefs stand your way. You know the ones: Do I know enough? Do I know more than the next person? Am I really an expert? Believe in yourself, your knowledge and your hard-won experience. See yourself truly as an expert and be prepared to tell people that’s what you are.
  1. Explore your motivation – Ask yourself why you want to be considered an expert or thought leader. If your motivation is purely to get sales then your audience will quickly see this and won’t respond positively to you. The biggest thing you need to realise is that promoting yourself isn’t actually about you, it’s about the people you want to influence. To really be seen as an expert you have to share something of value whether this is your IP, time or expertise.
  1. Don’t be afraid to ask for the sale – Women are natural relationship builders, it’s our strength. But sometimes this strength can hold us back when it comes to asking for the sale. Many women will see it as being too pushy or abusing the friendship and hold back. Again, this reluctance is often feed by self-doubt. But someone who believes in themselves, sees themselves as an expert and understands their own value shouldn’t be afraid to ask for what they want, be it the sale, a promotion or even to ask people to read your latest blog post.


About Catriona Pollard

Catriona Pollard is the author of From Unknown To Expert, a step by step framework designed to help entrepreneurs develop effective PR and social media strategies to become recognised as influencers in their field. Catriona is also the founder and director of CP Communications, which merges traditional PR tactics with cutting-edge social media strategies that engage consumers as well as business. She a highly regarded expert, international speaker and media commentator who is passionate about social media, public relations, business and bringing them all together to create real, financial success for entrepreneurs and organisations.


About Business Woman Media

Our women don’t want to settle for anything but the best. They understand that success is a journey involving personal growth, savvy optimism and the tenacity to be the best. We believe in pragmatism, having fun, hard-work and sharing inspiration. LinkedIn

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